“This generation is always looking for a chance to go all in to their own beat; an opportunity to show the world their passions and their talents. This campaign builds on the desire for self-expression, and we are enabling our consumers to share with us and the world their creativity, and what originality means to them,” said adidas CEO Hermann Deininger.

Each brand ambassador will be a part of a worldwide advertising campaign, which was shot by director Melina Matsoukas and features Nicki Minaj’s track “Masquerade.”

According to reps for adidas, the global campaign, which comprises of television spots, print, billboard and new media, is slated to run until the end of September.